Artificial intelligence (AI) accompanies thousands of users around the world and has long left the realm of science fiction. We carry this tool in our pockets through mobile phones, AI platforms streaming recommends series and movies to subscribers based on their preferences, and email account filters block emails unwanted. Despite this, not all citizens are fully aware of its presence. A new survey of 11,000 people in Europe shows that only 15% know how they can use AI in their daily lives. In the ranking, Spain is the third country in total understanding of AI.
The study Smart living: how AI is improving our daily experiences, published this Wednesday by Samsung, indicates that 90% of respondents from Spain, France, Italy, Poland, the United Kingdom, Sweden, Norway, Finland, Denmark and Germany believe they have some knowledge of AI, however, there is still a gap significant about how to apply it. And although only 38% of those surveyed are intrigued by the role it will play in their lives, more than half express interest in learning about this topic.
For Chris Brauer, AI expert and director of Innovation for Goldsmiths at the University of London, there is a lot of information available that tries to help people understand AI, but not so much about how they can use it in everyday life. “Reducing this gap is the task before us and consumers need to know and experience the technology,” says Brauer, who participated in the preparation of this study. “It is important to democratize access by increasing the user experience. “This will help shape the direction technology will take for everyone,” he adds.
Respondents in Poland report a higher level of complete understanding of AI (23%) and the UK had the lowest figures (11%). Spain occupies third place (17%), only surpassed by Denmark. The results are in line with another study published by the electronic multinational together with Ipsos in January 2024, in which half of Spaniards admit that they have used AI at some time, but their knowledge about it is still basic.
The new research highlights a critical point: for AI to be successful, it has to be intuitive and seamlessly integrated into everyday life. Technology should enhance the human experience, not replace it. In addition, it reflects very broad user expectations, as some people seek practical assistance with domestic tasks at home – cleaning and vacuuming became the main ones mentioned – and real-time text translation, but others prefer a more immersive experience to improve leisure activities such as traveling, watching television and listening to music. “It’s not so much about transforming our routines, but about complementing them, and living the type of life we want. “This technology can help us focus on the things we consider meaningful and make better social connections,” says Brauer.
Two-thirds of people surveyed are looking for more time to pursue interests they love, such as spending time with friends and family, participating in outdoor activities or simply reading. 25% of respondents would like to personalize an AI to monitor health and well-being. Samsung’s marketing director for Europe, Benjamin Braun, emphasizes communicating the things AI can do. “As we continue to develop it we will have the opportunity to do something good for consumers,” he says.
On the other hand, the report highlights the need for content around AI to be reported in a more human way. The authors of the study emphasize that the use of AI should be made easier for as many people as possible. “We need to take humanity with us on this journey and leave no one behind,” says Braun.
“We are at this critical point, on the exponential curve of AI and we can feel it as a society. We have to listen and hear what people really want from technology so that innovation and invention are directed to satisfy those needs,” adds Chris Brauer.
Safety in AI
Security is also another focus of concern among those surveyed. 37% of people cited regular security updates as essential, while 34% valued active 24/7 threat monitoring.
On the other hand, almost half of those surveyed believe that current debates around AI “focus too much on potential risks.” Data security and privacy are key issues. “It is increasingly important that we understand what data is ours and what we share with other people,” says Braun.
